French consumer preferences reveal a potential for segmentation in carrots

Carrot is one of the major vegetables, and is a basic product highly valued by regular buyers. In spite of the natural resources of the species, diversity for consumers is poor. The aim of this work was to identify consumer preferences based on appreciation of batches representative of the carrot sensory space. Ten batches were described by a trained panel using a list of 10 attributes. The same products were given to a panel of 299 consumers from 3 French cities (Avignon, Angers, and Paris). They gave a score of general appreciation and answered a questionnaire about usage and attitude. The results show that carrots are mainly characterized by the perception of bitterness, pungency and chemical flavor in opposition to the perception of sweetness. Some batches had a higher level for global aroma. Other batches were characterized by juiciness as opposed to a high level of firmness and retention in the mouth. The highest levels of consumer satisfaction were achieved with flavored, juicy and sweet carrots. Main rejected characteristics were too much bitterness and too intense chemical flavor. The segmentation study identified three groups of consumers, differing mainly by their attitude towards the product. A group representing 20% of the panel was characterized by very marked preferences for sweet and flavored products and also for interest in a high quality product.